Today’s audience is increasingly post-modern.

Post-modernity is an amorphous term, it means different things to different people. Go figure.

But one thing is for sure, a post-modern audience is not only interested in a speaker’s content they are also mindful of the speaker – just ask Paula Dean.

As a communicator to post-modern audiences, there is a question you have to answer if you want to be heard.

Are you a likable person?  Not funny, witty or smart…likable.

Likability is the difference between being tuned-out or turned-up.

I heard Jeff Henderson say one time, “Your listeners should think, ‘I would enjoy having a cup of coffee with this speaker’.”

More and more the question of likability is influencing an audience’s willingness to listen.

This is often a big struggle for communicators who are over 50.

Previous generations are prone to think likability equals selling-out or watering-down or telling people only what they want to hear.  But likability really has nothing to do with potency.

Ask yourself this question, “Who are you more likely to take criticism from: a close friend or a sworn enemy?”

People are more open to criticism from those they like rather than those they dislike, even if the criticism is harsh.

That same reality exists for today’s communicator.  Gone are the days of the “sage on the stage”, today people listen to the “guide on the side.”

If they can’t see themselves wanting to sit across from you in a coffee shop they won’t sit for long in your audience.

Join the Conversation:  What are some ways a speaker can help the audience see her as a likable person?